Page 129 - SYU Prospectus

Journalism & Communication

PRA 320 Public Relations Disciplines
1 Term; 3 Credits
This course aims to provide an overview of public relations as an important means of
communication in modern society. The course outlines the unique features of the
communication process in public relations and equips students for a future career in the public
relations industry. Upon completion of the course, students will be able to define the different
disciplines in public relations; and demonstrate the skills and techniques of a public relations
practitioner by organizing a simple PR event for promotion.

PRA 330 Advertising Strategies and Design
1 Term; 3 Credits
The goal of this course is to introduce students to the theories of media audiences and
media consumption/interaction which will improve students’ ability to critically engage and
communicate theoretical ideas, both in writing and in speech. Upon completion of the course,
students will be able to define the modern advertising industry including the dynamics of
consumer behaviour; distinguish the usage of different media in achieving different effects in
advertising; apply advanced concepts on usage of ‘sign’ and demonstrate production
techniques particularly for print and electronic media; work productively as part of a team, and
in particular, communicate and present information effectively in written and electronic formats
in a global collaborative and virtual environment; critically analyse contemporary advertisements;
demonstrate logical presentation of material and confidence in responding to questions arising
therefrom a project presentation; and organize and construct an advertisement in print and
electronic media format with clear objectives and target audience analysis.

PRA 340 Event Management
1 Term; 3 Credits
Event Management is a specialized and growing sector in the PR and Marketing industry.
Professional PR practitioners are always called upon to develop, plan and organize various
events with the objective of promoting a company’s corporate image, its products or services,
fund-raising, or building connections with its potential customers or even employees. The aim
of the course is, therefore, to develop an overall view of the PR event management process
and management technique. Upon completion of the course, students will be able to describe
concept development in PR event management; evaluate the key concerns in the process of
managing PR events; construct concept and full planning of PR events; apply management
techniques necessary for managing and evaluating PR events; and identify and solve problems
that may arise in PR event management.

PRA 350 Public Relations Writing
1 Term; 3 Credits
All public relations practitioners are required to write. Good writing skill is essential to
ensure that key messages can be conveyed to the public (target audiences) accurately and
effectively. The aims of this course are to: introduce to students the importance of writing for

p. 125